National News

And The Emmy For Best Promo Goes To…

By Brian Stelter

TV Decoder

February 22, 2008

The National Academy of Television Arts and Sciences is introducing two new Emmy Awards categories for the producers and editors who create commercials: one for an episodic message (encouraging viewers to tune in for a specific show) and one for an institutional message (publicizing the network).
The academy first considered adding the categories last spring. The additions were announced on Wednesday. Av Westin, the executive director of NATAS’ foundation, said in a phone interview that he had never paid much attention to the creation of promos before.
“They would promote the programs I was doing, but I didn’t know how they were produced or what creatively went into it,” acknowledged Mr. Westin, a television executive with a 50-year career at CBS News, ABC News, and King World. But on a visit to NBC last year, “I was stunned by the creativity of these young folks,” he said.
The national academy hands out awards for sports, news and documentaries, and daytime entertainment programming. A related organization, the Academy of Television Arts & Sciences, awards the more prominent prime time Emmys, including one for commercials.

New Emmy® Award Category Announced for Promotional Announcements in Sports, News & Documentaries and Daytime Entertainment Programming

New York, NY - February 19, 2008 - The National Academy of Television Arts and Sciences (NATAS) today announced plans to create a new series of Emmy® Awards for Promotional Announcements in Sports, News & Documentaries and Daytime Entertainment Programming.

Av Westin, Executive Director of the NATAS’ Foundation and member of the National Awards Committee said: “the Awards Committee believes the creative talents involved in getting the message out by marrying the art of communication with new technology and production techniques deserves to be considered as award worthy.”

After discussions with executives at most major broadcast and cable entities, two separate classifications of promos were identified:

PROMOTIONAL ANNOUNCEMENT - INSTITUTIONAL
PROMOTIONAL ANNOUNCEMENT – EPISODIC

“We anticipate adding to and refining these classifications in future years but are satisfied that this is an appropriate way to begin honoring an important part of the creative universe,” said Mr. Westin.

In order to judge the Emmy®-worthy status of an entry, judges will consider many aspects including the following:

Content: defined as “the core virtue or value” - What is the mission or “brief” of the promo? Does the promo deliver that message? Does the entry meet that challenge?

Creativity: Does the promo’s elements break through the clutter and grab the viewers’ attention? Do judges believe the promo succeeded in generating viewer awareness? Was it compelling enough to motivate viewers to tune in?

Execution: Judges will consider innovation, originality, ingenuity and creativity in the production values and how well did the producers achieve their goal of explaining the “core” message through the use of graphics, music, editing and script.

The Emmy® statues will be presented during the appropriate award ceremonies for Sports, News & Documentaries and Daytime/Entertainment. The initial competition will be for News & Documentary promotional announcements from the 2007 calendar year which will be given out at this year’s News & Documentary Emmy® Awards show on September 22, 2008. The competition for Sports and Daytime entertainment for promotional announcement from the 2008 calendar year will occur in the 2009.

The Promotional Announcement Emmy® Awards will be coordinated by Rose Anderson, Director of Production and Sports, who is reachable to answer questions at the National Television Academy 1-212-484-9452 or by email at RAndersen@emmyonline.tv.

Details regarding the competition and all rules and regulations will be posted on the NATAS website – www.emmyonline.tv - on March 15, 2008.

About The National Academy of Television Arts & Sciences

The National Academy of Television Arts & Sciences (NATAS) is a professional service organization dedicated to the advancement of the arts and sciences of television and the promotion of creative leadership for artistic, educational and technical achievements within the television industry. It recognizes excellence in television with the coveted Emmy Award for News & Documentary, Sports, Daytime Entertainment, Daytime Creative Arts & Entertainment, Public & Community Service, Technology & Engineering, and Business & Financial Reporting. Excellence in Primetime programming and international programming is recognized by its affiliate, the Academy of Television Arts & Sciences. Regional Emmys are given in 19 regions across the United States. Beyond awards, NATAS has extensive educational programs including National Student Television and its Student Award for Excellence for outstanding journalistic work by high school students, as well as scholarships, publications, and major activities for both industry professionals and the viewing public. For more information, please visit the website at www.emmyonline.tv.

NATIONAL TELEVISION ACADEMY LAUNCHES PEER ACADEMY FOR MEDIA ARTS & SCIENCES

Bob Wright to Chair New Group Recognizing the New Digital Generation

The Board of Trustees of the National Academy of Television Arts & Sciences has authorized the formation of a new peer group, the National Academy of Media Arts & Sciences open to current and new members of any of the 19 chapters of the National Television Academy.

The National Academy of Media Arts & Sciences will be chaired by Bob Wright, Chairman of the Board of NBC Universal and Vice Chairman of the Board, Executive Officer and a member of the Corporate Executive Officer of General Electric Company. Wright, who joined NBC as President/CEO in 1986 and served as Chairman & CEO of NBC Universal from May 2004-February 2007, has had one of the longest and most successful tenures of any media company chief executive. During his successful tenure at NBC, Wright extended the broadcaster into cable and satellite, international and new media markets.

“This move is exactly the right move at the right time, and we’ve got the right guy to move the National Academy in this direction ” said National Academy of Television Arts & Sciences Chairman Herb Granath, Chairman Emeritus, ESPN; Board member of Ron Lauder’s Central European Media (CME); and Co-Chairman of Crown Media Holdings,

“I am very happy to be involved with this group (the National Academy of Media Arts & Sciences)”, said Mr. Wright. “It has been clear to me for some period of time that we have converging technologies, and we need to figure out away to get these people involved with us. This new group is a great way to connect with these people.”

“This chapter-based peer group recognizes the new digital generation that has captivated our industry,” says Peter Price, President/CEO, National Television Academy. “Through the formation of this peer group, we will embrace our peers in the new media and broaden our membership to include television and media. We are grateful for the support and leadership Bob Wright, one of the greatest visionaries in our industry, gives to this group.”

Price noted that the new National Academy of Media Arts & Sciences will focus on membership and education. Through the National Television Academy’s existing Advanced Media Committee, chaired by Shelly Palmer, Managing Director, Advanced Media Ventures Group, LLC, education programs including online newsletters and briefings as well as special events and special access at industry functions, such as the Consumer Electronics Show and the National Association of Broadcasters annual conference, will continue to be developed.

The new National Academy of Media Arts & Sciences will not conduct any awards competitions. The Emmy® Awards remain under the authority of the National Academy of Television Arts & Sciences, which last year began awarding a limited number of Emmy Awards for broadband.

Join NAMAS: the National Academy of Media Arts and Sciences

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